BRAND:

A brand is name, term, symbol or design or a combination of these which is intended to

identify the goods and services of one seller and to differentiate them from those of competitors.
Example : Khaitan fan.

Brand Name: The American Marketing Association defines Brand Name as a part of brand
consisting of a word, letter, group of words or letters comprising a name which is intended to
identify the goods and services of a seller or a group of sellers and to differentiate them from
those of competitors.
Example: Liril soap, Hamam soap, Parachute coconut oil etc.

Brand Mark;

A brand mark is that part of a brand which appears in the form of symbol, or design and is
recognized only by sight. It is not pronounced like a brand name.
Example: Mahsraja symbol of Air India.

Trade Name

Trade name is the name of the business itself

Examples: Hindustan Lever Godrej etc.

In certain cases, the brand name and the trade name may be the one and the same.
Example: Godrej is a tade name and also a brand name for most of its products i.e. Godrej locks
and Godrej refrigerators and so on.

Hindustan Lever is a trade name. But the products of Hindustan Lever are marketed in different
brand names Liril soap, Lux soap surf detergent powder etc.

Trade Mark:

A registered and legalized brand name or brand mark is what is known as a trade mark.

Branding:

It is the process by which a brand name or brand mark is selected for a product.

Blanket Brand or Family Brand: A Manufacturer may market all his products by a single brand
name known as blanket or family brand.

Example: All products of Aavin milk, ghee, butter, flavoured milk, ice cream etc., are marketed
in the name of Aavin.
Multiple or Individual Brands: It is a case where all the products of a business are marketed in
different names.

Example: All products of Hindustan Lever are marketed in different names Liril soap, Lux
soap, Surf detergent powder, close up toothpaste, etc.

Functions of Branding:

1. It helps to identify a product

2. It helps to identify the manufacturer also
3. It enables the buyers to buy quality goods
4. It gives legal protection to the manufacturer
5. It helps in packing, labeling, advertisement and in all sales promotional activities.
6. It is only the brand that helps to create buyer loyalty for goods.

Advantages of Brand Names:

1. It gives them legal protection

2. It is easy for them to market their products
3. It differentiates their products from the competitors products
4. It reduces Promotional efforts once the brand becomes popular.